Democratic Northwest. [volume] (Napoleon, Ohio) 1869-1894, 1887-01-06
THE NORTHWEST
Newspaper Advertising.

"When an intelligent man wants to
purchase, he buys from parties whose
standing in their several callings is a
guarantee for the quality of their wares.
When the same man wishes to adver-
tise. he goes to those who have made
the business a study, and possess the re-
uuisite facilities for its transaction.
He wants the best service which it is
possible to procure, and goes to the
place where it is most reasonable to eX-
pect that such service may be obtained"
The sentences quoted above make up
the opening paragraph of a remarkable
publication which has lately reached
us from the oldest and best known
house in this line, Messrs. Geo. p. Row.
ell & Co., PrOprietOrs of the Newspaper
Advertising Bureau, No. 10 Spruce St.,
New York City.
1t was in the year 1865 that this firm
organized an office for the reception
and forwarding of advertisements for
American newspapers, and they have
long had a more thoroughly perfected
system, and better facilities for con-
duciing the necessary negotiations and
watching the fulfillment of advertising
contracts. than has elsewhere ever been
attempted.
They represent the best daily and
other newspapers of all American cities;
the lie aiding and most influential Relig-
ious, Agricultural and other newspapers
published in the interests Of the many
and various classes, trades, sects or in
terests; and also such country journals
of local influence as have peculiar merit
which makes them of value to a class
ofadvertisers. .E...s
They receive and keep regularly on
file all of the newspapers of special
merit or influence which are issued
throughout the land, whether daily,
weekly or monthly.
They established and have always
published the American Newspaper
Directory, and are engaged at the pres
ent time upon q revision for the nine
teenth annual edition; but the Direc-
tory now contains the names of fifteen
thousand newspapers, while those
which general advertiser specially
needs to-ase- do not number much. over
athousand. 1t is said to be easy to ex-
pend hundred thousand dollars for
three months advertising in the thous-
and selected papers. 1t is to aid the
advertiser in making the selections,
that the small volume of which we are
now speaking has been issued. 1t has
been compiled with honesty, judgment
and knowledge.
Beginning with list of sixteen lead
ing daily newspapers in the city of
New York, giving their advertising
rates in full; next is given selection of
(never more than siX) dailies issued in
each American city having a popula-
ton of more than one hundred and
fifty thousand; following this comes
judiciOus catalogue of papers in places
having more than twenty thousand
population.
The papers which should be selected
to advertise every section of the cOun-
try, using but few papers. are then
named; those which reach the South,
the Pacific Slope, the Territories, Cana
da or New England in separate groups;
and in one small combination is cata-
logued couple dozen of publications
which go everywhere.
One list names the best paperin every
State, IN no instance more than one,
and again there is catalogue of largest
circulations from which is omitted no
periodical which has reached regular
issue of so many as twenty-five thous-
and copies.
The largest single group is called
"The Best List of Local Newspapers"
every paper named on it being selected
because either its daily or weekly edi-
tion is the most widely circulated or in
fluential, published at an important
town, city or county seat. This list
covers every State, Territory, District
and Province ofthe United States and
Canada, and represents every county
seat havinga population greater than
5000, and every place having a popula-
ton greater than 5000 from Halifax to
San Diego; from Florida to British CO.
lumbia.
This small book contains great deal
Ofinformation which every successful
advertiser must have. 1t is a remarka-
BILE compilation remarkable for it's i'm
partial honesty. 1t is exactly what it
purports 10 be, and has been compiled
without fear or favor, upon the best
judgment ofits publishers; and on the
subject treated their judgment is the
best which can be appealed to.
Two features will surprise most news
paper men who have not had their at
tention called to the matter; one is that
more than one-half of all the country
weeklies are now printed on the CO.
operative or ready print plan, and the
other that list of class journals num-
bers between two and three hundred in
all, although no class paper is allowed
place in the catalogue unless its regu-
lar issues exceeded five thousand
copies. Class journals are mainly
growth of the last decade.
1t is hardly necessary to say in this
connection that the DEMOCRATIC
NORTHWEST is accorded place in its
appropriate classification.